Soft Sheen Styling Extension Reflects Stepped-Up R&D Efforts By L'Oreal
This article was originally published in The Rose Sheet
Executive Summary
Soft Sheen Breakthru Heat Strengthening Styling Creme is expected to generate 25%-30% of brand sales in the first year following its January debut, the L'Oreal division stated.
You may also be interested in...
SoftSheen
Breakthru Heat Strengthening Styling Creme added to existing maintenance line. Formulated with same anti-breakage patented ceramide technology to make hair stronger, product will debut in January for $6.99. TV and print ads to follow in February, firm says. Both lines will be supported with $2 mil. ad spend each, according to L'Oreal
L'Oreal's Soft Sheen, Carson Merge Into Ethnic Beauty Division
L'Oreal USA's Soft Sheen ethnic hair care division will merge with newly acquired Carson to form an "ethnic beauty headquarters" based in Chicago, L'Oreal (formerly Cosmair) announced Aug. 23. The move follows the U.S. government's approval of the merger between the companies.
Carson Dark & Lovely Addresses African-American Hair Care Naturally
Dark & Lovely Naturally will be positioned to African-American women who wear their hair in natural styles, Carson said. The six-SKU hair care grooming and styling line will bow in mass retail outlets in September following its debut at the National Association of Chain Drug Stores Marketplace convention June 25-28.